Ward has a turnover in excess of £140 million and is the largest independent metal and waste recycling company in the East Midlands. The family-firm was established in the 1940s and now employ more than 350 people and operate a fleet of over 100 vehicles.
With years of continual and learning and insight behind us, our digital team crafted a strategy that met the breadth of Ward’s ambitions. Developing an ecommerce area of the site, a company first for Ward – we focused on KPIs and results. We implemented integrated marketing tactics – from behavioural targeted PPC and SEO campaigns to marketing literature and materials
“They always challenge me. I generally give them a brief around commercial objectives, they go away and do some research, then come back with what can be done. But, they nearly always challenge it and say here is the bigger/better opportunity, Donald.”
Following the successful launch of a new website for Ward, which saw the brand pivot from a regional to a national business, we were given the challenge of increasing the quality and quantity of traffic to the site. How we chose to do this was up to us, but we knew we needed a strategy that was bold in its approach.
The objectives included; Improving brand exposure, increasing site visits, generating more general enquiries and leads, as well as increasing transactions for the skip hire arm of business.
Increasing revenue from the skip hire side of the business was identified as a key challenge. Before committing to the final web application however, we tested the market to establish how supporting internal business systems needed to work. With these goals in mind, we were commissioned to prototype a working model that operated for approximately six months, using basic WordPress forms and a Stripe Payment Gateway to model the principle.
Following a successful and profitable trial period, Ward committed to a fully functional web application that supports:
We developed an integrated marketing strategy, to underpin future marketing activity and provide a sustained plan for growth. Documenting Ward’s position within their market, unique brand proposition and values – the strategy formed the foundation of a cohesive marketing plan. This plan outlined marketing tactics to achieve the overall strategy, giving Ward visible oversight of all marketing channels (paid, earned and owned) and a clear breakdown of budget to more effectively track ROI.
Tailored to Ward’s objectives, we selected the ideal mix of marketing channels and formats, working to implement and enhance each activity. This ranged from Pay Per Click (PPC) to internal communications.
Strengthening Ward’s new position as a national rather than regional business, tactical press coverage was put in place across digital and traditional platforms. Regular content was produced to support on site and off site Search Engine Optimisation (SEO). Regional and national PPC campaigns introduced.
Behavioural targeting enabled effective use budget with spend reduced when conversions were likely to be lower, for example when it was raining.
Enhancing the perception of the brand and improving internal communications, we developed a suite of assets and literature, including a quarterly company newsletter, internal branding, health and safety forms, sales team material, printed case studies, staff incentives, company presentations and powerpoint deck.
This was all wrapped up with the inclusion of automated email marketing campaigns.
Responsibility for delivering the marketing plan gave us insight into how the creative concept could transcend across a range of channels and formats. Using analytic data, heat map tools and insights to further refine and improve campaigns, budget was assigned to best performing placements.
As well as receiving a monthly dashboard, Ward has access to live reports and metrics to inform commercial decisions and steer business strategy. Working closely with the Ward team over a long period of time, enabled us to glean industry and competitor insights. This, coupled with customer feedback and analytical data, helped to shape the direction of future marketing activity.